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NUS: Respect our rights
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NUS: Respect our rights
NUS: Respect our rights
Case Study
The campaign that fought for the rights of Foreign Domestic Workers took on the right path.
| Objective | 1. Create awareness of the rights of foreign domestic workers (FDW). 2. Encourage users to visit landing page to learn more about respecting the rights of FDWs. |
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| Strategy | Using a mix of rich media with video and standard banners running on web and mobile platform to effectively reach out to the target audience. After the TVC has been aired for 2 weeks, we analyzed the Return Path Data to retarget the districts with the highest TVC viewership. The objective is to reinforce the campaign message via banners and to encourage click-through to the website for more information. |
| Target Audience | Users from: governmental agencies and families with kids Users from households who are likely to have watched the “Respect Our Rights” TVC. |
| Duration | 22 October to 31 December 2014 |
| Overall Banner CTR | 0.23% In-Banner Video *CTR is 98% above benchmark *76% of video play achieved 100% completion Standard Banners *CTR is 25% above benchmark on Desktop *CTR is 45% above benchmark on Mobile |
| Reach | 1,980,245 impressions |
| Districts with highest viewership of campaign | Tampines, Simei, Hougang, Serangoon Yio Chu Kang, Kovan, Sengkang, Buangkok, Jurong West, Lakeside, Boon Lay, Woodlands, Marsiling, Admiralty |
